The document details Facebook's architecture and technology stack, including its use of LAMP (Linux, Apache, MySQL, PHP) and custom solutions like HipHop, Hadoop, and Cassandra to manage scalability and performance challenges. It highlights the extensive infrastructure, including 300,000 servers and various caching systems, that supports Facebook's data management and real-time processing needs. Additionally, it discusses Facebook's marketing strategies and the importance of engaging users through personalized content and targeted advertisements.

2. INDEX
INTRODUCTION
ARCHITECTURE OVERVIEW
SOFTWARE & SCALABILITY
LAMP
LINUX&APACHE
MYSQL
PHP & HIPHOP
DISADVANTAGES OF LAMP
MEMCACHED
HADOOP ECOSYSTEM
HADOOP HIVE
TRIFT
BIGPIPE
SCRIBE
VARNISHCACHE
HAYSTACK
MESSAGES
CHAT
CASSANDRA
MARKETING
CREDITS

3. INTRODUCTION
IS AN ONLINE SOCIAL NETWORKING SERVICE,
A PLATFORM TO BUILD SOCIAL RELATIONS
FOUNDED IN 2004
CEO: MARK ZUCKERBERG

4. MORE THAN 60.000 SERVERS
THE LAST DATACENTER IS BASED ON ENTIRELY SELF-DESIGN HARDWARE
THAT WAS RECENTLY UNVEILED AS “OPEN COMPUTE PROJECT”
300 TB OF DATA STORED IN MEMCACHE PROCESSES
Scaling challenge

5. THE HADOOP AND HIVE CLUSTER IS MADE OF 300.000 SERVERS WITH 8
CORES, 32GB RAM, 12TB DISKS
100BILLION HITS, 50BILLION PHOTOS, 3TRILLION OBJECTS CACHED,
130TB OF LOGS PER DAY
TOTAL: 24.000 CORES, 96TB RAM AND 36PB DISKS

6. ARCHITECTURE OVERVIEW
Front end & Back end
FRONT
END
presentation
layer
BACK
END
presentation
layer
Business &
data access
layers
DATA
BASE
VISITORS WEB SERVER STAFF

7. NOW WE WILL SEE SOME OF THE SOFTWARE THAT HELPS FACEBOOK SCALE
SOFTWARE & SCALABILITY
Software that helps Facebook to scale
IN SOME WAYS FACEBOOK IS STILL A LAMP SITE , BUT IT HAS HAD
TO CHANGE AND EXTEND ITS OPERATION TO INCORPORATE A LOT
OF OTHER ELEMENTS AND SERVICES, AND MODIFY THE APPROACH TO
EXISTING ONES

8. 4 COMPONENTS OF A SOLUTION STACK
COMPOSED ENTIRELY OF FREE AND OPEN
SOURCED SOFTWARE
SUITABLE FOR BUILDING HIGH-AVAILABILITY HEAVY-
DUTY DYNAMIC WEBSITES
CAPABLE OF SERVING TENS OF THOUSANDS OF
REQUESTS SIMULTANEOUSLY
LAMP

9. LINUX & APACHE
IT IS A UNIX-LIKE OPERATING SYSTEM KERNEL
IT IS OPEN SOURCED, HIGHLY CUSTOMIZABLE,
AND SECURE.
FACEBOOK RUNS THE LINUX OPERATING SYSTEM
APACHE HTTP SERVER WHICH IS ALSO FREE AND IS THE
MOST POPULAR OPEN SOURCE WEB
SERVER IN USE
LINUX
APACHE HTTP

10. MySQL
Database
SPEED
RELIABILITY
IT IS USED PRIMARILY AS A KEY STORE OF VALUE
WHEN THE DATA ARE RANDOMLY DISTRIBUTED
AMONG A LARGE NUMBER OF CASES LOGICAL.
THIS LOGICAL INSTANCES EXTEND ACROSS PHYSICAL
NODES AND LOAD BALANCING IS DONE AT PHYSICAL
NODE.
FACEBOOK HAS DEVELOPED A CUSTOM
PARTITIONING SCHEME WHICH IS ASSIGNED A
GLOBAL ID FOR ALL DATA.
THEY ALSO HAVE A CUSTOM SCHEMA FILE THAT
IS BASED ON THE AMOUNT OF COMMON DATA AND
THE LATEST IS ON A PER USER BASIS. MOST OF THE
DATA ARE RANDOMLY DISTRIBUTED
CUSTOMIZATION

12. PHP & HIPHOP
IT IS A GOOD WEB PROGRAMMING LANGUAGE WITH EXTENSIVE SUPPORT,
ACTIVE DEVELOPER COMMUNITY AND RAPID INTERACTION. IT IS A
DYNAMICALLY TYPED LANGUAGE (INTERPRETER).
PARSER STATIC
ANALYZER
PRE-
OPTIMIZER
TYPE
INFERENCE
ENGINE
POST-
OPTIMIZER
CODE
GENERATOR
g++
FACEBOOK’S HIPHOP IS A SOURCE CODE TRANSFORMER THAT CONVERTS
THE PHP INTO C++ AND COMPILES IT USING G++, THUS PROVIDING A
HIGH PERFORMANCE TEMPLATING A WEB LOGIC EXECUTION LAYER

13. DISADVANTAGES OF LAMP
FACEBOOK HAS REALIZED THAT THERE ARE DISADVANTAGES TO USING THE LAMP
STACK, IS NOT NECCESSARILY OPTIMIZED FOR WEBSITES SIZE AND THEREFORE
DIFFICULT TO SCALE.
IT IS THE FASTEST EXECUTING LANGUAGE AND THE FRAMEWORK OF THE
EXTENSION IS DIFFICULT TO USE
Web/App
Server
Database
HTTP Request
HTML
HTTP Request
API/FQL
Response
FBML
Browser

14. MemCached
HAVING A CACHE SYSTEM ALLOWS
FACEBOOK TO BE AS FAST AS IT IS TO
REMEMBER YOUR INFORMATION. IF YOU
DON’T HAVE TO GO TO THE DATABASE
YOU JUST COLLECT DATA FROM THE
CACHE BASED ON USERNAME.
IT IS USED TO ACCELERATE
DYNAMIC WEBSITES WITH
DATABASES (LIKE FB)
CACHING THAT DATA AND
OBJECTS IN RAM TO REDUCE
READING TIME, IS THE MAIN
FORM OF CACHING FACEBOOK
AND
HELPS RELIEVE THE
BURDEN OF DATABASE
CACHING SYSTEM

15. CLIENT SERVERPUT/GET/REMOVE
(Sync)
MemCached
Web
Server
1
Web
Server
2
Web
Server
3
MemCached
Server Partition 1
MemCached
Server Partition 2
MemCached
Server Partition 3
MemCached
Server Partition 4

16. HADOOP ECOSYSTEM
IT EXISTS WITHIN A RICH ECOSYSTEM OF TOOLS FOR
PROCESSING AND ANALYZING LARGE DATA SETS
Data management
APACHE HADOOP IS AN OPEN-SOURCE FREE FRAMEWORK FOR STORAGE
AND LARGE-SCALE PROCESSING OF DATA-SETS ON CLUSTERS OF
COMMODITY HARDWARE

18. HADOOP HIVE
APACHE HIVE IS A DATA WAREHOUSE INFRASTRUCTURE BUILT ON TOP OF HADOOP
FOR PROVIDING DATA SUMMARIZATION, QUERY AND ANALYSIS, DEVELOPED BY FB
HADOOP WAS BUILT TO
ORGANIZE AND STORE
MASSIVE AMOUNTS OF
DATA
HIVE ALLOWS USERS TO
EXPLORE AND STRUCTURE
THAT DATA, ANALYZE IT
AND THEN TURN IT INTO
BUSINESS INSIGHT
FAMILIAR
SCALABLE &
EXTENSIBLE
FAST INFORMATIVE

19. THRIFT
Protocol
IT IS A LIGHTWEIGHT REMOTE PROCEDURE CALLED FRAMEWORK FOR
SCALABLE CROSS-LANGUAGE SERVICES DEVELOPMENT
IT SUPPORTS C++, PHP, PYTHON, PEARL, JAVA, RUBY, ERLANG…
PROVIDES A WORKING
DIVISION OF LABOR IN
HIGH-PERFORMANCE
SERVERS AND
APPLICATIONS
SAVES
DEVELOPMENT
TIME
FAST

20. BIGPIPE
CUSTOM TECHONOLOGY TO ACCELERATE PAGE
RENDERING USING A PIPELINING LOGIC
THE GENERAL IDEA IS TO DECOMPOSE WEB PAGES INTO SMALL CHUNKS
CALLED PAGELETS AND PIPELINE THEM THROUGH SEVERAL EXECUTION STAGES
INSIDE WEB SERVERS AND BROWSERS
INCREASES PERFORMANCE
&
INCREASES SPEED

22. SCRIBE
Server logs
IT IS A SERVER FOR AGGREGATING LOG DATA STREAM IN REAL TIME ON
MANY OTHER SERVERS, IT IS SCALABLE FRAMEWORK USEFUL FOR
RECORDING A WIDE RANGE OF DATA.
IT IS BUILT ON TOP OF SAVINGS.
DATA SUCH AS LOGIN, CLICKS AND FEEDS TRANSIT
USING SCRIBE AND ARE AGGRAVATING AND STORED IN HDFS USING
SCRIBE-HDFS, ALLOWING EXTENDED ANALYSING USING MAPREDUCE

23. MOVES DATA FROM THE SERVER
TO A CENTRAL REPOSITORY

24. VARNISH CACHE
IT IS USED FOR HTTP PROXYING
THEY HAVE IT FOR ITS HIGH PERFORMANCE AND EFFICIENCY
Request
Response
Caching
Proxy
Web
Server
WEB APPLICATION ACCELERATOR

25. HAYSTACK
THE STORAGE OF THE BILLIONS OF PHOTOS POSTED BY USERS IS HANDLED
WITH THIS AD-HOC STORAGE SOLUTION DEVELOPED BY FACEBOOK WHICH
BRINGS LOW LEVEL OPTIMIZATIONS AND APPEND-ONLY WRITES

26. NECESSARY QUALITY AS OUR USERS UPLOAD
HUNDREDS OF MILLIONS OF PHOTOS EACH
WEEK
AN OBJECT STORAGE SYSTEM
DESIGNED FOR FACEBOOK’S
PHOTOS APPLICATION
IT WAS DESIGNED TO SERVE THE
LONG TAIL OF REQUESTS SEEN BY
SHARING PHOTOS IN A LARGE
SOCIAL NETWORK
THE KEY INSIGHT IS TO AVOID DISK
OPERATIONS WHEN ACCESSING
META-DATA
HAYSTACK PROVIDES A FAULT-TOLERANT AND SIMPLE SOLUTION TO PHOTO
STORAGE AT DRAMATICALLY LESS COST AND HIGHER THROUGHPUT THAN A
TRADITIONAL APPROACH USING NAS APPLIANCES

27. MESSENGER
IT IS USING ITS OWN ARCHITECTURE
WHICH IS NOT NOTABLY BASED ON
INFRASTRUCTURE SHARDING AND DYNAMIC
CLUSTER MANAGEMENT
BUSINESS LOGIC AND PERSISTENCE IS
ENCAPSULATED IN SO CALLED “CELL”
EACH CELL HANDLES A PART OF USERS; NEW
CELLS CAN BE ADD AS POPULARITY GROWS.
PERSISTENCE IS ACHIEVED USING HBASED,
WHICH STORES ALSO AN INVERTED INDEX
FOR EACH SEARCH ENGINE.

29. THIS IS THE APPLICATION FOR IPAD
THIS IS ‘MESSENGER’
FOR PORTABLE DEVICES

30. CHAT
BASED ON AN EPOLL SERVER
DEVELOPED IN ERLANG
ACCESSED USING THRIFT

31. CASSANDRA
Database
DESIGNED TO HANDLE LARGE AMOUNT OF
DATA SPLIT OUT ACROSS MANY SERVERS
THE FUNCTION OF THE POWER OF FACEBOOK INBOX
SEARCH AND PROVIDES A STRUCTURE OF KEY-VALUE
STORE WITH EVENTUAL CONSISTENCY

32. OPEN
SOURCE
HIGH
PERFORMANCE
ELASTIC
SCALABILITY
P2P
ARCHITECTURE
COLUMN
ORIENTED
TUNABLE
CONSISTENCY
SCHEMA
FREE
HIGH
AVAILABILITY

33. Architecture
Cassandra API Tools
Storage Layer
Partitioner Replicator
Failure detector Cluster Membership
Messaging Layer

34. Inbox Search

35. MARKETING
Why is important for businesses?
A RECENT STUDY BY UNIVERSITY OF FLORIDA ON UNDERGRADUATE AND GRADUATE STUDENTS IS
INFORMATIVE AS IT REVEALS THE PREFERENCES OF YOUNG PEOPLE ON FACEBOOK
THE RESULTS SHOWED THAT MOST ARE OKAY WITH BUSINESS PAGE BUT FEEL ANNOYED BY STRAIGHT
ADVERTISEMENTS
COMPANIES SHOULD PUT MORE EFFORT ON THEIR FACEBOOK PAGE
INSTEAD OF SPENDING A LOT OF MONEY ON ADVERTISEMENTS
GREAT SPACE TO KEEP CUSTOMERS INFORMED
DEVELOP BRAND IDENTITY
BROADEN YOUR REACH
FACEBOOK IS A TWO WAY COMMUNICATION

36. THEY HELP US KNOW WHO
YOU ARE SO WE CAN SHOW
CONTENT THAT’S MOST
RELEVANT TO YOU,
INCLUDING FEATURES,
PRODUCTS, AND ADS
THEY WORK WITH FACEBOOK
FEATURES AND HELP US IMPROVE
OUR PRODUCTS AND SERVICES, SO
YOU CAN DO THINGS LIKE SEE
WHICH FRIENDS ARE ONLINE IN
CHAT, USE SHARE BUTTONS,
AND UPLOAD PHOTOS
THEY HELP SECURE
FACEBOOK BY LETTING US
KNOW IF SOMEONE TRIES
TO ACCESS YOUR ACCOUNT
OR ENGAGES IN ACTIVITY
THAT VIOLATES OUR
TERMS
COOKIES
How they use them?
SHOW WHAT
MATTERS TO YOU
IMPROVE YOUR
EXPERIENCE
PROTECTION
AND SECURITY

37. Facebook changed the algorithm so
that the advertising will look like this…
And NOT like this…
ALGORITHM

38. Technique for increasing likes or
driving website clicks
CLASSIC ADS

39. CONTESTS
MARKETING TACTIC THAT CAN INCREASE FANS AND BRAND AWARENESS.
BUSINESSES MUST USE A THIRD-PARTY APP FOR CREATING THEIR FACEBOOK
CONTEST, THEN DIRECT USERS TO THE APP FROM THEIR FACEBOOK PAGE.

40. PROMOTED POSTS
PAGE OWNERS PAY A FLAT
RATE IN ORDER TO HAVE A
SINGLE POST REACH A
CERTAIN NUMBER OF USERS,
INCREASING A SPECIFIC
POST’S REACH AND
IMPRESSIONS

41. SPONSORED STORIES
FACEBOOK CLAIMS THAT
SPONSORED STORIES HAVE
46% HIGHER CTRS AND 20%
LOWER CPCS THAN
REGULAR FACEBOOK ADS,
MAKING THEM A VERY
SERIOUS STRATEGY FOR
MARKETING ON FACEBOOK
FACEBOOK AD THAT SHOWS A USER’S
INTERACTIONS TO THE USER’S FRIENDS
FACEBOOK SPONSORED STORIES CAN BE
CREATED EASILY THROUGH THE
FACEBOOK AD CREATE FLOW
SEEKS TO CAPITALIZE ON THE “WORD OF
MOUTH” CONCEPT

42. FACEBOOK EXCHANGE
AD RETARGETING ON FACEBOOK THROUGH REAL-TIME BIDDING
ADVERTISERS CAN TARGET AUDIENCES BASED
ON WEB HISTORY DATA

43. FIRST PARTY COOKIE DATA
FROM A BRAND’S OWN WEBSITE
DSP/ATD PARTNERS
AS WELL AS THIRD PARTY
COOKIE DATA FROM OTHER
SOURCES
TO TARGET USERS ON FACEBOOK BASED
ON THEIR PREVIOUS WEB ACTIVITY
1
2
3

44. OPEN GRAPH
BUSINESSES CAN LABEL A USER’S
ACTION WITH THEIR APP
BUSINESSES CAN CREATE THIRD-
PARTY APPS THAT CONNECT TO A
USER AND POST A NOTICE ON
FACEBOOK WHEN A USER
PERFORMS A SPECIFIC ACTION
WITH THE APP
ALLOWS FOR CREATIVE INTERACTIVE
OPTIONS OUTSIDE OF THE
STANDARD “LIKE” AND “COMMENT”

45. Listen
Watch
Play
Cook
Want
Customize
Song
Movie
Game
Recipe
Shoes
Car
EXAMPLES
USER ACTION OBJECT
OPEN GRAPH FRAMEWORK

46. THANK YOU
VALERIA DI PERSIO
CRISTINA MUÑOZ
THE TEAM